• The Journal of the Convergence on Culture Technology
• /
• v.10 no.6
• /
• pp.191-196
• /
• 2024

This study sought to determine how an individual's curiosity about virtual influencers affects maintaining relationships with them. At this time, we wanted to examine how the characteristics of virtual influencers are perceived through curiosity, and the indirect influence this has on intention to maintain a relationship. The perceived characteristics of virtual influencers were selected as attractiveness and reliability based on previous research. As a result of conducting a survey on college students, curiosity had a direct positive effect on the intention to maintain a relationship with a virtual influencer, and the mediating effects of perceived attractiveness and trustworthiness were confirmed. As curiosity has been identified as a variable that not only positively perceives the attractiveness and reliability of virtual influencers but also has a positive influence on intention to maintain relationships, the virtual influencer's advertising strategy has been developed to express consumers' characteristic curiosity. must be considered.

• The Journal of the Convergence on Culture Technology
• /
• v.8 no.3
• /
• pp.245-251
• /
• 2022

This study attempted to examine the effect of virtual influencer, which is highly interested in consumers, and has recently been increasing the frequency of use in corporate marketing activities. In particular, the purpose is to examine the effect of the attributes of virtual influencer on consumers as an information source for a product or brand. To this end, the effect of perceived attractiveness, trustworthiness, and expertise of virtual influencer on SNS usage intention and imitation intention consumers was examined. As a result of the study, it was found that attractiveness among the attributes of virtual influencer had a positive effect on the usage intention, and attractiveness and trustworthiness had a positive effect on imitation intention. In addition, it was found that imitation intention had a positive effect on usage intention. In other words, the perceived attractiveness of virtual influencer by consumers through SNS is the most important attribute. These findings imply that when virtual influencer is used in marketing, companies must perceive the attractiveness of virtual influencer through content posted on SNS as well as their attributes as information sources. We expect the results of this study to provide major implications for marketing activities such as companies and public institutions that consider using virtual influencer.